Web content in the age of anxiety
Anxiety is one of the key hidden drivers behind the web.
Our anxiety (fear of legal challenges, negative media coverage, etc) can make our content cagey, vague and stand-offish.
Our users' anxiety (lack of time, fear of error, uncertainty about next steps, etc) can make their engagements tense, their correspondence angry and their reactions dramatic.
We end up exacerbating each other.
But anxiety falls when the right content is delivered with care. Self-assurance from us can give confidence to our users.
"These guys communicate so clearly & are so precise, they are obviously on top of things."
That doesn't mean we say anything & everything online. It means the opposite. We need to be exactly clear about what we say & how we say it - so it can be best understood.
That's what content strategy is for.
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